LEGO Group: Improving Sustainability in its Supply Chain

The LEGO Group has achieved impressive progress in the first half of 2025, seeing double digit and top- and bottom-line growth.

The company has seen demand increase for its products after leveraging its innovative strategies to assert its leadership within the toy industry.

As demand for LEGO products rises – particularly in Western Europe and the CEEMEA region – the company is keen on enhancing both its short- and long-term growth plans by investing in several initiatives.

Consumer-centric strategy

Over the past six months, LEGO has experienced remarkable profit and revenue growth.

This success is not just financial – it also serves as a commitment to sustainable practices and digital transformation.

By launching a record-breaking 314 new sets in the first half of 2025 alone, LEGO caters to a diverse audience with wide-ranging interests, maintaining relevance across different age groups.

This year, LEGO's Botanicals line captured interests during Valentine's and Mother's Day, while its Formula 1 collaboration continued to to see success following the launch at Grand Prix races.

Anticipation is growing for the 2026 launch of LEGO Pokémon, following a multi-year collaboration announcement with The Pokémon Company.

The company's "She Built That" campaign encourages creative freedom among young girls, empowering them to explore various interests through play.

LEGO's awareness of consumer demands is evident in its popular product lines like LEGO Star Wars and its recent partnership with BLUEY.

These initiatives exemplify LEGO's adaptability in meeting consumer needs, reinforcing its standing as a leading brand.

Niels B Christiansen, CEO of LEGO Group, says: “We are very pleased to have maintained our strong performance in the first half of 2025, winning share in the global toy market.

“This growth is driven by our large and innovative range of products that continues to be relevant across ages and interests.

“With the solid financial foundation we have built over several years, we continue to invest in capacity expansions and strategic initiatives that fuel our growth.

“Above all, the results reflect the enduring dedication and passion of our more than 31,000 colleagues around the world who have stayed focused on reaching more children with inspiring LEGO play experiences.”

Supply chain expansion

Maintaining a global presence, LEGO expanded its operations by opening a state-of-the-art factory in Vietnam in April, which is its most environmentally sustainable facility to date.

This strategic move supports LEGO's growth in the Asia-Pacific region, ensuring long term development.

Further expansion is already set with a new factory and distribution centre in Virginia, USA, reflecting a major US$1.5bn investment.

Additionally, LEGO is amplifying operations through expansion of factories in Mexico and Hungary.

LEGO has established a head office in Boston, supporting its team and ensuring seamless function.

A further 24 more branded stores were opened worldwide, increasing its presence to 1,079 stores across 54 markets.

Investing in technology, LEGO enhances the customer experience from purchase to assembly, focusing on efficient platforms for a rewarding consumer journey.

Commitment to sustainable innovation

The LEGO Group is steadfast in its mission to minimise environmental impact, embracing sustainable growth strategies.

Carsten Rasmussen, Chief Operating Officer, highlights LEGO Manufacturing Vietnam's role as the most environmentally sustainable plant, underlining LEGO's commitment to sourcing 60% of its materials sustainably by 2025.

"In H1 alone we more than doubled the share of renewable content compared to H1 2024," he says.

For LEGO tyres the company is moving away from fossil base materials and has invested in rSEBS, which is made from fishing nets, ropes and engine oils in a bit to reduce waste and boost circularity.

The company is also planning to introduce e-methanol to create some of its rigid LEGO pieces, like hands and wheel axels.

The materials will use CO₂ from bio-waste mixed with renewable energy in order to cut down emissions 

Niels adds: "Children and their parents rightly expect us to play our part in shaping a more sustainable future.

“We remain fully focussed on our mission to inspire and develop children everywhere – which includes ensuring that future generations inherit a healthy planet.

"We are privileged to be in a strong position to deliver on this mission – investing significantly in sustainable growth now and for the future.”

LEGO's global influence may be expanding, but it remains committed to ensuring that its impact on the world is beneficial.

The company is well-positioned to sustain its success into the latter half of the year, further advancing its sustainable mission.